A

PROJECT REPORT
ON
“A STUDY OF CONSUMER BEHAVIOR TOWARDS LG PRODUCT”
“AT PRITHVI ELECTRONICS, BHILAI”
FOR BACHELOR OF BUSINESS ADMINISTRATION
IN
DURG UNIVERSITY, DURG (C.G)
SESSION- 2015-18

Project guide:- Submitted by:-

MRS. SONAM SETHIYA SAVLEEN KAUR
ASST. PROFESSOR BBA 6TH SEM
(MANAGEMENT DEPARTMENT) ROLL NO:7406024012

DEPARTMENT OF MANAGEMENT
RUNGTA COLLEGE OF SCIENCE AND TECHNOLOGY,
DURG (C.G)
It is a proud privilege on my party to express my sincere and humble
gratitude to all those people who have helped me directly or indirectly in
completion of my project.
I express my sincere gratitude to my project guide MS. SONAM SETHIYA
who spared her valuable time and knowledge and gave wholehearted
support and encouragement in carrying out this project.

I thank the owner of PRITHVI ELECTRONICS who gave their valuable

time in making this project.

Finally, I thank my teachers and all the others who have helped me directly
or indirectly in completion of my project.
What is the consumer behavior?

Consumer behavior is the study of individuals, groups, or

organizations and all the activities associated with the purchase, use
and disposal of goods and services, including the consumer's
emotional, mental and behavioral responses that precede or follow
these activities.

Introduction to Consumer Behavior

The term consumer behavior is defined as the behavior that consumer

display in searching for, purchasing using, evaluating and disposing
of products and services that they expect will satisfy their needs.
Consumer behavior focuses on how individuals make decisions to
spend their available resources (time, money, effort) on consumption-
related items that includes what they buy, why they buy, when they
buy it, where they buy it, how often they buy it, how often they use it,
how they evaluate it after the purchase and the impact of such
evaluations on future purchases, and how they dispose of it.
Two different kinds of consuming entities: the personal consumer
and the organizational consumer.

• Personal Consumer Buys goods and services for his or her own
use, for the use of the household or as a gift for a friend. The products
are bought for final use by individuals, who are referred to as end
users or ultimate consumers.

• Organizational Consumer includes profit and non-profit

businesses, government agencies (local, state, national) and
institutional (e.g. schools, hospitals, and prisons), all of which buy
products, equipment, and services in order to run their organizations
THE ROLE OF CONSUMER RESEARCH:

•Consumer research describes the process and

tools used to study consumer behavior.

•Two theoretical perspectives that guides the

development of consumer research: -

•Positive Approach à It tend to be objective and

empirical, to seek caused for behavior, and to
conduct research studies that can be
generalized to larger population.
 BRIEF HISTORY OF LG
LG INDIA PVT.LTD

LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG Electronics, South

Korea was established In January, 1997 after clearance from the Foreign Investment
Promotion Board (FIPB).The trend of beating industry norms started with the
fastest ever-nationwide launch by LG in a period of 4 and 1/2 months with the
commencement of operations in May 1997. LG set up a state-of-the art
manufacturing facility at Greater Noida, near Delhi, in 199811, with an investment
of Rs.500Crores. This facility manufactured Color Televisions, Washing Machines,
Air-Conditioners and Microwave Ovens. During the year 2001, LG also
commenced the home production for its eco-friendly Refrigerators and established
its assembly line for its PC Monitors at its Greater Noida manufacturing unit. The
beginning of 2003 saw the roll out of the first locally manufactured Direct Cool
Refrigerator from the plant at Greater Noida. In 2004, LGEIL also up its second
Greenfield manufacturing unit in Pune, Maharashtra that commences operations
in October this year. Covering over50 acres, the facility manufactures Color
Televisions, Air Conditioners, Refrigerators, Washing Machines Microwave Ovens
Color Monitors and GSM phone.
OBJECTIVES OF THE STUDY:-

PRIMARY OBJECTIVE

•To gain experience of working in the market and interacting with people and
knowing their views as consumer.

•Enhancing the indirect learning about the market and consumer behavior is
another objective which will be helpful further in future in the field of
marketing.

SECONDARY OBJECTIVE

•To know the consumer’s view towards the LG product.

•Their response towards which product they use the most in the LG product.

•To know what all the factors that effects them more to buy the product.

•To know their suggestions they want to give to improve the product in the
market
 Through survey it was found that almost 47.1% of respondents are using home
appliances of LG product.

 Quality of the product effects more to the customers. As according to the survey it
is found that 55.8% of the respondent gave “Quality” as the most effecting factor.

 69.2 respondent are satisfied with the quality of the product.

 On the basis of the price, 69.9% respond that the price of the product is
reasonable.

 It is found that 54.4% are using the product for more than 2 years.

 52.9% respondents are ready to buy the new product if launched by LG.

 It is also found that 69.2% of the respond are satisfied with the product while
most of them are Neutral.

 From the study it is conducted there are all types of consumers of LG product.9%
are rich, 20% of consuming class, 20% climbers, 25% aspirants and 23% destitute.

 It is found that 44.7% of the customers came to know about the product from
television, 29.1% from relatives and friends, while 12.6% through internet and rest
of them from other sources
SUGGESTIONS:-

 LG company should expand their products.

 Should work on advancement
 Needs improvement in technology
 Improve quality of TV
 Due to too much competition in market, they should
make more efforts towards marketing of LG products
 Consumer survey should be done more regarding LG
products
 Need to have more finished designs
 Should expand their products more.
 Product should improve little more.
 Price should be decreased.
 LG product can be improved by making advanced
version of product or by improving the technology of
the product.

 Should keep comparing the products with the

competitors so as to have a check where you are losing
and wining
From the study it is conducted there are all types of consumers of LG
product, whether they are rich, of consuming class, climbers, aspirants or
destitute.

More of the consumers are of home appliances, and less are of mobile. They
have been using the product for more than 2 years, some are using it from
less than 1 year.
Quality is one of the factor which effects more to buy the product. Apart
from the Quality of the product, brand image is also one of the factor.

Price is not given the most % of effectives because most of the respondent
think that the price of the product are of reasonable level.
It is also found that most of the respondent are satisfied with the product
while most of them are Neutral.